1、,Driving Eyeballs to the E-shop in N.sg,Clients Brief,Nokia will be launching a series of “Transactional” and “Non-transactional sites in APAC To launch with Singapore website .sg as the pilot “Transactional” site by mid July Phase 1: Product focused (July Oct 2000) Featuring Nokia 8210 / Nokia 3210

2、 Phase 2: Service focused (Oct Dec 2000) Overall objective: To attract 25,000 unique each month to the .sg website To achieve 12,500 visitors per month to the E-shop (transaction site) subpage.,Online Objectives,To drive 12 500 visitors per month to .sg E-commerce page Provide accountability on the

3、effectiveness of the campaign,How?,Build Awareness for .sg Unique accessories & services Consistent tactical activities to keep site top of mind New product launches Promotions and deals Events Capture email and tel nos for one-on-one marketing.,Build Awareness of .sg site,Tactical Promotions,Loyalt

4、y and database marketing,Before We Start,We assume nothing. Many websites fragmented audience An array of ideas Cast a wider net Identify what works Continually optimise to get the best results!,Why do consumers want to visit N.sg?,Fantastic accessories,Fabulous Services,Convenience,Latest products,

5、Hot promotions,Nokia Club,WAP site,Keep up with whats new,Get in touch with friends,Home delivery,There are many entry points!,We further segmented our audience,Beyond demographics Towards psychographics and mindsets.,Who is our Target Audience?,Fashion Conscious Mobile Phones as fashion statement C

6、olours and designs impt Accessories important Upgrade often,Who buys Nokia phones?,Status Symbol Snob appeal, keep up with Jones Want the best, the latest. May not understand all features,Convenience Shoppers Convenience is impt motivated by discounts phone is a phone,Techno Enthusiasts Latest featu

7、res & gadgets high end models Males skewed, cars, hifi,Convenience Shopper,Creative idea:,Fashion Conscious,Creative idea:,Status Symbol,Creative idea:,Techno Enthusiasts,Creative idea:,The Tools,Targeted interactive banner Search Engine Optimisation (SEO) Merchant buttons and Shopping sites Email M

8、arketing for one-on-one communication SMS and WAP messages Currently: use portals database Future: Nokia Club capture email and tel number,Viral Email Program Which Hyperlinks to Site,Media Recommendation,Media Goals,Selectively and aggressively surround our Nokia targets in online environments that

9、 are most relevant to them Seamlessly integrate the online and offline messages “Surround sound media” Optimize the plan to focus on sites driving the highest response Attempt to provide results that could be compared to other media alternatives and transferable to other markets,Strategic Roles,Fash

10、ion Conscious,Techies,Loyalty - Build database via online sales for future e-mail marketing and SMS/WAP opps.,Convenience Shoppers,Status Symbol,Media Selection,Top Sites Unique Audience,Source : Netratings May 2000, All 15+,000,Media Selection,Top Sites Involvement,Source : Netratings May 2000, All

11、 15+,Mins/ month,Media Selection,Foundation sites Niche Interest Sites,YAHOO, Asiaone Low duplicated audience (12%) High reach Space Reach Net (Sing only) Cost effective Fashion Conscious/Convenience Shoppers Lycos & Catcha shopping merchant buttons MTV & Eastciti Techies/Status Symbol CNet mobile p

12、hone page,.sg/shopguide,Be the first to buy a Nokia 8210 with our special anniversary cover. Click Here,Be the first to buy a Nokia 8210 with our special anniversary cover. Click Here,Tactical Banner,Media Selection,E-mail Search Engines,CNET e-mail newsletter 87,000 members Buzzcity 70,000 members

13、Technology and entertainment channels Keywords YAHOO, Lycos, Catcha (Mobile phones, Nokia, Motorola, Ericsson, WAP) Optimisation “First two” positioning on Lycos and Catcha 15 & 7 search words respectively,Media Buying Tactics,A frequency control of 3 (views per individual) will be implemented where

14、 possible US Research indicates that 3 views of the same creative per individual is optimal and the likelihood of clicking at levels above this is significantly reduced The campaign will be optimised and re-planned on a weekly basis based on: Creative (promotional offer) Site Time of day/day of week

15、,Key Metrics,Current monthly traffic : 6k-9k APAC site Targeted monthly traffic to Eshop : 12.5k Expected conversion : 2% Eshop visitors to transaction,Investment Indicator,* Excludes visitors who saw the banner but did not click immediately ( possibly as high as 44% according to AdKnowledge),Campai

16、gn management,360 Degree Accountability,AdXplorer will deliver “active planning” to Nokia online campaign Serve your ads to enhance greater targeting Realtime measurement, weekly re-planning based on creative, site, day of week etc Improve click-through rate/campaign cost effectiveness Management re

17、ports every 3 weeks Full review at campaigns end,Campaign Management,Campaign Management,Campaign Management,AdXplorer,Foundation Websites,AsiaOne,AsiaOne is Singapore Press Holdings (SPH) premier website on the Internet. Launched in June 1995, AsiaOnes digital point on the Net is .sg. Since its lau

18、nch, AsiaOne has grown from strength-to-strength and currently gets more than 30 million page views a month. As part of the SPH Group, AsiaOne is also backed by more than 150 years of publishing experience. Median Age: 30-34 Yrs Old Gender: Male (75%) Female (25%) Median Income: S$4000 - S$5000 Mont

19、hly impressions:30 million,Yahoo! Singapore,One of Singapores largest website Demographics of Yahoo! Singapore Users Age: 18-29 Yrs Old (56%) Gender: Male (60%) Female (40%) Occupation: 60% PMEBs Monthly Impressions: 18 million,Space Reach Network,Catcha Singapore,Lycos Singapore,Channelnewsasia,Asi

20、aStockWatch,ZDNet Asia,Zoomsports,AdXplorer,Search Engines,Catcha Singapore,Leading SE Asian specific online network. C offer SE Asians a pan-regional community experience, recognising the fact that content needs must still be individually tailored for each country and local cultural norms. Catcha S

21、ingapore User Demographic: Gender: 52.5% Male 47.5% Female Age: 57.6% 21-30 Yrs Old 27.2% 31-40 Yrs Old Occupation: 28% Students 50% PMEBs Monthly Impressions: 5 million/mth,Yahoo! Singapore,One of Singapores largest website Demographics of Yahoo! Singapore Users Age: 18-29 Yrs Old (56%) Gender: Mal

22、e (60%) Female (40%) Occupation: 60% PMEBs Monthly Impressions: 18 million,Lycos Singapore,Lycos Asia is a joint venture between Lycos, Inc and Singapore Telecommunications Limited. Gender: 70% Males 30% Females Age: 10.5% 15-19 yrs 30.9% 20-29 yrs 29% 30-39 yrs 16% above 40 yrs Occupation: 50% PMEB

23、s 20% Students Total impression/month: 6 million (March 2000),AdXplorer,Niche Websites,Catcha Singapore Shop Guide,Leading SE Asian specific online network. C offer SE Asians a pan-regional community experience, recognising the fact that content needs must still be individually tailored for each cou

24、ntry and local cultural norms. Catcha Singapore User Demographic: Gender: 52.5% Male 47.5% Female Age: 57.6% 21-30 Yrs Old 27.2% 31-40 Yrs Old Occupation: 28% Students 50% PMEBs Monthly Impressions: 5 million/mth,Lycos Singapore Shopping Directory,Lycos Asia is a joint venture between Lycos, Inc and

25、 Singapore Telecommunications Limited. Gender: 70% Males 30% Females Age: 10.5% 15-19 yrs 30.9% 20-29 yrs 29% 30-39 yrs 16% above 40 yrs Occupation: 50% PMEBs 20% Students Total impression/month: 6 million (March 2000),EastCiti,Site Profile: MediaCity The hub of News and Entertainment. Provide enter

26、tainment news. Members allow to login to their chat rooms and forums. There are auctions and e commerce sites. Age: 91% 15-34 Yrs Old Occupation: 63% Youths and Young Adults 24% PMEBs Monthly impressions: 11 million,MTV Asia,A truly unique music site that brings a world famous brand to web users in

27、Asia. Updated daily, the site not only provides round-the-clock access to information about MTV Asias channel programming, but also features the latest international, regional and local music news. The site is highly targeted, reaching the core internet audience in Asia who yearns for the latest mus

28、ic-related news and information. MTV A is the online hangout for Asian youth. Month Impressions: 4-5 million Unique Visitors: 173,000 Average visit length: 22 minutes,CNET Singapore,CNET Singapore is the leading authority on computers, the Internet and digital technologies. In addition to the latest

29、 news and features from CNET.com, CNET Singapore also provides local Singapore-originating content as well as feature articles form the Asian region. Gender: 70% Males 30% Females Education: 56% have at least a University Degree Age: 80% are bet 16-35 yrs Techno Ownership: 96% owns printers 99% have

30、 internet access 70% owns mobile phones 25% owns PDAs Monthly Impressions: 1.1 million Average Monthly Unique Visitors: 70,000 Average Visit Length: 8-12 minutes,AdXplorer,Email Marketing,Buzzcity,Founded in 1999, BuzzCity is committed to being the Internets Postman of Choice, delivering updates fro

31、m premium websites directly to users email box, handheld and mobile devices. BuzzCity first launched our Singapore BuzzCity edition in February 1999, and four months later, gave the world its first Chinese tracking services. Age Breakdown 11% Less than 20 years old 60% Bet 20-30 years old 21% 30 to

32、40 years old 8% above 40 years old,CNET Singapore Email Newsletter,CNET Singapore is the leading authority on computers, the Internet and digital technologies. In addition to the latest news and features from CNET.com, CNET Singapore also provides local Singapore-originating content as well as featu

33、re articles form the Asian region. Gender: 70% Males 30% Females Education: 56% have at least a University Degree Age: 80% are bet 16-35 yrs Techno Ownership: 96% owns printers 99% have internet access 70% owns mobile phones 25% owns PDAs Monthly Impressions: 1.1 million Average Monthly Unique Visit

34、ors: 70,000 Average Visit Length: 8-12 minutes,AdXplorer,Sponsorship,CNET Singapore Product Pages,CNET Singapore is the leading authority on computers, the Internet and digital technologies. In addition to the latest news and features from CNET.com, CNET Singapore also provides local Singapore-originating content as well as feature articles form the Asian region. Gender: 70% Males 30%